Catalog Marketing Economic's approach is to find the "needlemovers" in our catalog business. "Needlemovers" are actions that will change your sales or profitability in a significant way. Here are some examples of success stories clients have had in the past.
For Amazon.com's tool catalog we changed the frequency of buyer mailings from every six weeks to every three weeks. This basic change in the buyer contact strategy alllowed them to increase both sales and profits dramatically.
For Amazon.com we segmented the house file of buyers and requests by channel as well as the traditional RFM segmentation allowing us to circulate more frequently to the response buyers and to cut the frequency of circulation to the less responsive web buyers.
We also built our own matchback system with business rules to get accurate metrics on web buyers versus traditional call center buyers allowing finetuning of the house file circulation to mail more to the profitable house file segments and to drop segments that were not pulling above breakeven.
We built house file optimization and reactivation rules for optimization web buyers at the cooperative databases allowing us to mail to web buyer households that were responsive to "snail mail" catalogs and to suppress those households that were not responsive to a series of catalog mailings.
For a retail construction supply house chain of stores, we've developed a prospecting strategy using tool buyers from the cooperative databases and a analytic tool to find the best retail marketing area to profitably drive new store traffic.
We've recently launched a traditional catalog for a pure web merchant of high end skin care products allowing them to mail profitably to their buyer file and to prospect profitably for new skin care customers using their catalog.
We've developed a house file circulation strategy for Duluth Trading Company to turn their direct marketing from a holiday only catalog into a year round catalog business.
We've squeezed excess printing costs for a gardening catalog through a competitive bidding process.
We've successfully sold several catalog businesses including a canvas tool bag catalog, a full line tool catalog to a major internet merchant, a router bit manufacturer and cataloger to a private investment firm and a pet supply catalog.